Western Union Opens New Front in Cash-Transfer War: Gas Stations
July 24 2017 - 7:59AM
Dow Jones News
By Mike Cherney
SYDNEY-- Western Union Co. is turning gas-station attendants in
Australia into money-transfer agents, reaching out to customers
like Uber Technologies Inc. drivers who fill up at all hours of the
day.
A new partnership with BP PLC in Australia will allow customers
at BP gas stations to use Western Union to send money overseas,
with an attendant completing the transaction. Western Union's
mobile app is already available around the clock in Australia for
sending money using a credit card, but customers will now be able
to set up a transaction using the app and then pay in cash at the
gas stations.
The Englewood, Colo., company is facing competition from
financial-technology startups such as TransferWise, which are
eating into its core business by making it easier for consumers to
transfer money internationally using mobile phones or home
computers.
The service will be enabled in 302 BP stores--150 with a
stand-alone kiosk; in the rest customers will use the app--as
Western Union seeks to squeeze more growth out of its
bricks-and-mortar retail network. The company says the kiosks are
its first globally at gas stations, and if they are a hit, similar
programs could be rolled out in other countries.
With a population of 24 million, Australia is a small market for
Western Union, but international companies frequently test services
or products here for developed markets.
The new service aims to increase convenience for customers who
prefer to send money outside of normal business hours, said Simon
Millard, Western Union's country director for Australia. Many of
the company's retail agents in post offices, travel agencies or
currency-exchanges outlets are closed at night and on weekends;
many gas stations, by contrast, are open 24 hours a day. Potential
customers being targeted include taxi and Uber drivers, many of
whom are immigrants and often send money to family overseas.
Western Union has enhanced its retail presence elsewhere with
kiosks at Walgreens stores in the U.S., WHSmith bookstores in the
U.K. and Franprix supermarkets in France. It has also explored ways
to boost its online-transfer business by partnering with messaging
apps Viber and WeChat.
Hikmet Ersek, Western Union's chief executive, said in an
interview in Sydney that a lot of growth will come from these
digital offerings, which in the first quarter generated 26% more
revenue than a year earlier but remain relatively small. Revenue
from consumer-to-consumer transactions--which make up 78% of the
company's total--were roughly flat in the first quarter.
Another potential challenge for Western Union is the pending
acquisition of rival MoneyGram International Inc. by Alibaba Group
Holding Ltd.'s Ant Financial. The deal would create a bigger
international competitor with a significant footprint in China and
the U.S., but the purchase still awaits approval from U.S.
regulators.
Shares of Western Union--which has a market cap of $9
billion--have fallen more than 12% this year, even as the broader
U.S. market recently hit record highs. They closed Friday at
$19.09. Western Union will report second-quarter results on Aug.
3.
Write to Mike Cherney at mike.cherney@wsj.com
(END) Dow Jones Newswires
July 24, 2017 08:44 ET (12:44 GMT)
Copyright (c) 2017 Dow Jones & Company, Inc.
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